Different levels of destination expectation: The effects of online advertising and electronic word-of-mouth

Consumers may develop different levels of expectation about a destination, depending on the source of online information that they encounter. We explored the effects of information from online advertising and electronic word-of-mouth on destination expectations and the resulting satisfaction and revisit intentions. Data from 354 first-time visitors to Japan were analyzed in a two-step approach using a confirmatory factor analysis (CFA) and structural equation modeling. Four indirect effects were examined and compared using the bootstrap method. We found that information about destinations from online advertising was negatively associated with positive disconfirmations. However, destination information acquired from electronic word-of-mouth led to an increase in the likelihood of a positive disconfirmation, and it significantly increased travel satisfaction and revisit intentions. In addition, four indirect paths through a positive disconfirmation were confirmed. However, there was no moderating effect of search effort. Based on our findings, marketers should be aware that elaborate online advertising may have factors that undermine future business. To avoid the negative disconfirmation, marketers can remind customers that the photos and videos in advertisements were taken at specific times, places, seasons, or under other conditions. Moreover, marketers should encourage their consumers to share their previous travel experiences online to offset the negative disconfirmation from destination advertising and websites.